Off the Vine: Wine, weed vie for consumer dollars

By Al Vuona

Thursday

Jan 10, 2019 at 12:06 PMJan 10, 2019 at 12:06 PM

The so-called booze-and-buzz mentality is about to undergo major changes, especially with the legalization of pot, and that may have negative repercussions for the wine industry. At least that's how it appears to some Californians, especially those rooted in the wine business. Wineries from such venerable regions as Sonoma and Napa Valley are concerned that cannabis and wine may soon go head to head in attracting consumers. What does legal marijuana and wine have to do with each other? First, they are among society’s most popular vices and soon may end up competing with each other for your business, something those working in the wine trade would rather not see happen.

While some have suggested that wine and marijuana are merely substitutes for each other, others vehemently disagree with that notion, thus fueling heated debate. Of primary concern is whether the recreational use of marijuana will cause a reduction in wine consumption. Winemakers fear the entire wine industry in California could experience a slump in sales that may impact every aspect from employment and job growth to the price of a bottle at retail. Similar concerns are being addressed right here in the Bay State.

I spoke recently with Robert Mellion, executive director and general counsel for the Massachusetts Package Store Association. According to his organization, there’s been a recognition within the alcohol beverages industry that recreational cannabis is probably going to be nationalized within the next couple of years. As he indicated, “In accepting that this growing industry will keep expanding, and siphoning consumer dollars away from independent retailers of alcohol, it is important that we level the playing field. In doing so, we are advocating for the marijuana industry to be regulated under a framework similar to the alcohol industry’s 'three-tier' system. For over 85 years the so-called three-tier system has consistently been able to prevent adulterated product from getting to the marketplace, made a lot of money for states like Massachusetts and has balanced consumer interests with public safety.”

Mellion continued, “We are also asking the state Legislature to clarify the liability of a liquor store when someone is impaired by marijuana. Currently liquor stores are banned from selling alcohol to 'intoxicated' people, but the law does not specify the substance causing the intoxication, and liquor store clerks have no means as of yet to identify dangerously stoned people. On its face this may seem comical, but when the lawsuits start flying I assure you that no one at the package store will be laughing.”

Proponents of legal pot suggest that it’s safer than alcohol and therefore a healthier alternative. Evidence supporting that claim is perhaps speculative and premature at this point. In states where recreational marijuana is legal, some wineries are hedging their bets by developing cannabis-infused wine - yes, wine made with pot. This so-called piggybacking of wine and weed may be an attempt to stem the tide. If so, only time will tell as to the impact it will have on the wine industry as a whole.

Until then I trust the vast majority of wine lovers will not abandon their favorite wine, be it red or white, for one laden with pot in spite of all the media buzz (excuse the pun). Cheers!

Wine of the Week: Allegrini, 2014 Palazzo Della Torre, Italy. Marvelous wine with a deep ruby color and abundant aromas of dark fruits and licorice. Full-bodied with fresh acidity and hints of spice that carries to a long, luscious finish. Pairs nicely with most pasta dishes, grilled meats, roast and assorted cheeses. $18